SeeSaw Logo PNG
The SeeSaw logo evokes associations with watching videos. Flexible lines and shapes symbolize content adaptation to user preferences, highlighting the service’s interactivity and accessibility. This approach allows viewers to find exactly what they need in a convenient format.
The emblem’s unconventional color scheme creates a sense of freshness and uniqueness, promising an innovative approach to presenting TV shows and new ways of interacting with television broadcasts. This design emphasizes the app’s focus on a modern audience that values convenience and novelty in media services.
SeeSaw: Brand overview
The origins of SeeSaw trace back to early 2009, when the BBC, Channel 4, and ITV plc—three of the largest British broadcasters—collaborated on an ambitious project known as Project Kangaroo. This effort aimed to develop a unified platform for streaming video content online. Engineers set out to create a seamless interface that would incorporate the extensive content libraries of all three broadcasters into a single, user-friendly experience.
However, Project Kangaroo faced major regulatory hurdles. The UK Competition Commission was concerned that merging the three largest broadcasters could monopolize the online video industry. Following an in-depth investigation, the commission formally blocked the project.
Although Project Kangaroo was shut down, the technology developed for it remained. Arqiva, a prominent British telecom infrastructure operator, acquired this technology and decided to build a new service around it. In November 2009, Arqiva announced the development of SeeSaw, working in collaboration with Ioko, a company experienced in building digital media platforms. The development team put significant effort into integrating Project Kangaroo’s technology and creating an intuitive user interface.
The platform began closed beta testing in early 2010, allowing the team to gather initial user feedback and refine the service. It launched publicly in February 2010, debuting with a library of over 3,000 hours of programming from top producers like BBC Worldwide, Channel 4, MTV, and ITV. These included popular TV series, entertainment programs, and various shows. The service quickly attracted a following, and within a few months, it had around 2 million users worldwide.
The video platform offered both ad-supported free content and a subscription option for premium content. It was convenient, requiring only a web browser without additional software installations. However, by mid-2011, the company was facing significant financial challenges. In July 2011, a group led by Criterion Capital Partners acquired 75% of its stock, aiming to restructure the business and attract further investment to grow the platform.
Despite these intentions, management ultimately decided to end operations in October 2011 after unsuccessful attempts to secure new funding. All activities ceased, and the website was closed down.
The service demonstrated considerable potential in online video streaming throughout its brief existence. Its advanced technological foundation, inherited from Project Kangaroo, allowed it to attract a substantial audience. Yet financial difficulties, challenges in content monetization, and intense competition in the online video market led this ambitious venture to end prematurely.
Meaning and History
What is SeeSaw?
This innovative internet streaming television service, with an extensive collection of carefully curated content, including original and classic television series, delivers top-tier entertainment directly to viewers’ screens. Combining advanced streaming technology with traditional broadcasting principles, the platform stands out in the streaming industry. The user-friendly interface adapts to viewers’ habits and preferences, offering access to live channels and on-demand content. The service also provides a reliable platform for broadcasters and content creators, helping them reach worldwide audiences.
2009 – 2011
The SeeSaw logo is flexible and smooth, making it recognizable. Each letter looks as if it were made from a data transmission cable, emphasizing the service’s online orientation and availability on digital devices. This choice is not accidental, as it reflects the main idea—using the app on modern gadgets.
The name consists of two parts, arranged on two levels. This name can be understood in different ways. First, the brand name is associated with a children’s seesaw, on which participants go up and down, symbolizing the ease and accessibility of using the service. This association also hints at viewers’ active engagement in the video content selection process, involving them in this process.
The second interpretation of the name is related to the Kangaroo project, which initially developed this software. It was originally planned that the product would be called “Saw.” The idea was that the service would allow users to view individual TV programs as if selecting and cutting them out from a general list of broadcasts as if they were being sawed out of the program.
After the project was transferred to its new owners, Criterion Media Group, the word “See” was added to the name to emphasize the focus on video content and its importance. Placing the two parts of the name on different levels makes the logo more compact and convenient for use on icons and favicons.
A video launch icon is placed before the name. The light green emphasizes a fresh approach to presenting TV content and the service’s novelty. This color denotes SeeSaw’s originality compared to other digital video offerings.
In 2011, the app faced difficulties, and its further operation was discontinued due to a lack of funds and the absence of investors.
